Bupa rolls out first work from Big Red asking people to sign up for hospital cover

Health insurer Bupa is encouraging those aged 31 or over without hospital cover to sign up before June 31 in a new campaign from recently appointed creative agency Big Red.

Running throughout June, the campaign features adults talking about getting Bupa, with the overlaid narration that people aged 31 or over without hospital cover could be hit with the government’s lifetime health cover loading.

It ends with the tagline “It’s a no brainer”.

Bupa Health Insurance head of marketing Alison Wild said: “Working with Big Red was refreshing and brought new perspective to a campaign that we run every year.

“They adopted a collaborative approach that we believe has delivered a strong outcome that will support both our commercial and brand objectives.”

The campaign runs across TV, online and outdoor.

Bupa awarded Big Red the creative account following a pitch in April which saw incumbent Clemenger BBDO Melbourne decline to participate.


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